All posts by KW Low

About KW Low

******* A founder of LA AdTech, KW Low is a technology strategist specializing in advertising technology business development, strategic partnership and market growth. If you have any feedback or comment about this post or LA AdTech in general, please join the LA AdTech Facebook Group Community *******

Brand Safety And Ad Transparency In Programmatic Are Most Important Issues To Marketers

Trusted Media Brands, a multi-platform media publisher, recently released a research report that surveyed agencies and marketers on their experience with the programmatic media buying process.

This survey, which is commissioned by Advertiser Perceptions in January polled more than 300 agency and client-side marketers from the Advertiser Perceptions Omnibus Panel. The main takeaway from this report is that brand safety, along with audience data targeting and ad transparency are the most important issues to marketers in the digital media buying process.

Related: Pathmatics is leading a panel discussion on March 22nd, 2017 to address how ad fraud, brand safety and other industry factors are changing the ad tech ecosystem.
How Fraud And Other Factors Are Changing AdTech

Other key highlights from the Trusted Media Brands report include

  • Given the proliferation of and concerns regarding fake news, marketers reported that brand safety is more important (81%) than the ability to buy ads programmatically (73%).
  • But they acknowledged (71%) that it is difficult to guarantee brand safe environments while buying programmatically on the open exchange.
  • Buying decision factors that are extremely important to marketers include Audience Target Delivery, Viewability and Brand Safety.
  • In light of all these challenges, half of digital and mobile advertisers are planning to increasing their spending on audience data targeting in the next 12 months.
  • Ad transparency is also very important but more than half the respondents don’t expect programmatic transparency to get better in the short term.

You can download the full report, along with additional charts and graphs, from Trusted Media Brands directly or you can read the report below:

Please RSVP to the Pathmatics Panel on 3/22 to learn more about how ad fraud, transparency and other factors are changing the ad tech ecosystem! Space is limited.

About Trusted Media Brands, Inc.
Trusted Media Brands, Inc. is a visionary, brand-driven multiplatform media company, home to iconic brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include EnrichU, the Taste Community and Haven Home Media. Trusted Media Brands reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City. For more information, visit TMBI.com.

About Advertiser Perceptions
Advertiser Perceptions is the world leader in providing media company executives with the research-based advertiser insight and guidance necessary for producing superior advertiser experiences. The company specializes in determining, analyzing, communicating and applying what advertisers think — their plans, opinions and motivations.

Brand Safety In Programmatic Is Still Most Important Issue To Marketers

Ads Attribution Platform Company Conversion Logic Raises $9 Million

Conversion Logic, a unified marketing analytics platform, announced last week that it has secured $9 million in Series A funding led by Pelion Venture Partners. Past LA AdTech panelist, Jim Andelman’s Rincon Venture Partners also participated along with Crosscut Ventures, Lerer Hippeau Ventures, Founder Collective, Revel Partners and TenOneTen. Conversion Logic has raised $14.1 million to date.

Conversion Logic plans to use these funds to expand its sales and marketing, data science and engineering efforts to expand across specific industries including automotive, home services and software.

Conversion Logic provides enterprise marketers with a cross-channel measurement platform that combines cloud analytics and machine learning to translate data science into actionable insights.  This service can deliver cross-channel attribution and insights across the entire customer journey which has become particularly convoluted in recent years due to the proliferation of mar-tech stacks.

“While CMOs continue to grapple with numerous adtech and martech silos, they are increasingly looking for a single source of truth to understand the efficacy of their marketing efforts,” said Brian Baumgart, co-founder and CEO of Conversion Logic Baumgart. “The myriad of standards, channels, and walled gardens can make it an uphill battle to glean relevant, cross-channel actionable insights. Applying machine learning to the process can help Fortune 500 companies carve a path up that hill by optimizing their marketing programs holistically.”

“The future benefits of machine learning are very bright for marketers,” Baumgart added. “As the martech ‘stacks’ continue to become more integrated, a machine learning-based marketing intelligence [can] extract valuable insights from the ever-expanding fragmentation of data. This will empower marketers with better data with which to answer complex questions and provide automation for execution and optimization.”

About Conversion Logic
Conversion Logic delivers attribution, evolved: a cross-channel measurement platform that combines cloud analytics and machine learning for enterprise marketers. Built from the ground up for agility, innovation, and speed, Conversion Logic translates the most sophisticated data science on the market into clear, actionable insights across the customer journey. With media agnostic, real-time analytics and optimization, clients reduce friction, adapt, and realize value more quickly than ever before. Meet attribution, evolved, at www.conversionlogic.com.

Ads Attribution Platform Company Conversion Logic Raises $9 Million

How Fraud And Other Factors Are Changing AdTech – LA AdTech Panel at Pathmatics on March 22nd

“Fake news” undoubtedly has taken a toll on the industry recently, and brought the issue of programmatic buying to the forefront of advertisers’ minds with brands calling for transparency and accountability on behalf of the adtech community. In a rapidly changing and growing digital advertising ecosystem, it is crucial for brands, agencies, publishers, and adtech vendors to get on the same page in terms of expectations from each other, and move towards solutions to industry wide problems.

Whether you are on a brand team concerned about consolidating your partners or dumping more of your budget into social, an agency buyer dealing with fraud and arbitraged buys, a publisher trying to work with the best SSPs, or an adtech vendor attempting to demonstrate transparency to your clients – this topic impacts your business.

Please join LA AdTech and PATHMATICS, for an educational panel and networking event that will explore:

  • How consolidation is impacting various players and the pro’s and con’s
  • The impact on agencies and brands and what steps they’re taking to make changes and adapt
  • What this means for publisher revenue opportunities, and how the sell-side is handling ad fraud

Date/Time: Wednesday, March 22nd from 6-8pm
Location: Pathmatics HQ, 501 Santa Monica Blvd. Ste 301, Santa Monica, CA 90401

Please RSVP to the Pathmatics Panel on 3/22 so that we can get an accurate headcount! Space is limited.

How Fraud And Other Factors Are Changing AdTech - LA AdTech Panel at Pathmatics on March 22nd

Data Is Now Integral To Advertising

According to the 2017 report published  by the Winterberry Group and Global Data & Marketing Association (GDMA), titled “Global Review of Data-Driven Marketing and Advertising“, companies around the world are becoming more dependent on data to market to consumers.

MediaMath also helped with this report, which surveyed more than 3,000 marketers in 18 global markets. The full report can be downloaded here. Some highlights:

  • First party customer and prospect data is critical to marketing and advertising efforts and so is the maintenance these databases.
  • Spending in data driven marketing and advertising is increasing year over year.
  • Marketers are becoming adept at measurements for both cross- and single-channel campaigns

In addition to than these findings, one other takeaway from this survey of marketers is there are still many challenges to practicing data driven marketing and advertising and their biggest worry is from potential regulations on data usage, with ad blocking and lack of expertise being other top-of-mind concerns. Click on image to zoom in.

Data driven marketing challenges

Data Driven Marketing

Turn Acquired For $310M

A trend that has been more and more noticeable the past couple of years is where companies from Asia are investing and acquiring established and maturing ad tech companies to add to their own expertise. Supporting that trend, Turn announced today that it is to be acquired by Amobee for $310 million. Amobee is a digital marketing firm owned by Singtel, a telco from Singapore.

This deal is expected to complete within the next few months.

Turn’s CEO Bruce Falck explained in a company blog post that the combined Turn/Amobee company will have the resources and scale for further global expansion and to evolve their mobile, data management, and analytics products. Amobee will complement Turn by integrating its social media platforms into Turn’s omnichannel DSP.

Another trend that is becoming clearer now is that telcos are acquiring ad tech companies in various parts of the world to build on their own ad tech expertise. Singtel acquired Amobee in 2012 and Adconion and Kontera in 2014. Verizon bought AOL and is buying Yahoo. Other less prominent acquisition activities include Norwegian telco Telenor buying Tapad and Australian telco Telstra buying Ooyala.

After this Turn acquisition, only MediaMath, DataXu and AdForm are left as privately-owned independent DSPs.

Turn acquired by Amobee

 

M&A And Fundraising Report In AdTech And MarTech Sectors

With earnings season currently underway (The Trade Desk Reports Q4 Earnings Beating Estimates) and IPOs in the AdTech sector starting to ramp up (Snapchat, AppNexus), it might be useful to take a look at some of the mergers and acquisitions and fundraising activities that took place last year, and also review what 2017 would look like.

Results International, a global M&A advisor recently released their annual review report on the state of the global advertising and marketing technology sectors focussing on investment fundraising and exits. You can download their 2016 Annual Review edition of the AdTech & MarTech Barometer.

Some highlights:

  • M&A in 2016 only lagged behind 2014 in the number of deals (412 vs 428)
  • M&A in 2017 will continue to be strong due to:
    • Buyers/Investors are from diverse sectors
    • Private Equity interest increasing
    • New platforms and technologies being built to solve actual problems
    • Traditional media & telecom giants looking to monetize content better
    • Buyers from Asia investing in already proven technology in the West

M&A And Fundraising Report In AdTech And MarTech Sectors

The Trade Desk Reports Q4 Earnings Beating Estimates

LA AdTech Partner Company, The Trade Desk (TTD) reported Q4 earnings after close of market today. The Trade Desk posted revenue of $72.4 million for the fourth quarter of 2016 alone. Full year revenue for 2016 was reported as $202.9 million.

Highlights from today’s earnings call:

  • Over $1 billion in gross spend in 2016.
  • Mobile, video, and global expansion are largest growth factors.
  • Addressable and connected TV will lead to programmatic buying.
  • 2016 gross spend with non-display campaigns increased to more than half of gross spend.
  • Mobile in-app and mobile video revenue grew about 400% and 300% respectively year-over-year, while native spending jumped 700% over the previous quarter..

The Trade Desk said it expects revenue in the range of $43 million for the current quarter ending April and estimated a full year revenue of $270 million. 2017 Total Gross Spend is estimated at $1.45 billion.

Additional coverage:

  • The Trade Desk Passes $1 Billion In Platform Spend As Non-Display Products Gain Steam – Adexchanger
  • The Trade Desk sees quarterly revenues top $72m, bets big on connected TV and Asia – The Drum

The Trade Desk’s reported earnings today beat Factset consensus revenue estimates of $62.1M. TTD‘s stock price closed at $33.36 also beating the $33.13 consensus price estimates from equity analysts coverage the stock.

The Trade Desk Earnings Best Estimates

OpenX Helps Publishers Clearing House Increase Revenue By 26%

Publishers Clearing House (PCH) announced on Monday that their partnership with OpenX, an LA AdTech Partner Company, resulted in a 26% increase in revenue across desktop on PCH.com.

OpenX’s Bidder and private marketplaces had been integrated into PCH’s online monetization strategy since last summer. PCH is leveraging their own first-party data that includes “people-based” profiles, where users are identified by name, to increase the value of their unique inventory to advertisers targeting specific audiences. This large repository of data reaches into about 73 million US household. Combining this database with OpenX’s technology, PCH is able to optimize viewability, video completion rate, and on-target delivery for their advertisers

This 26% ad revenue increase on PCH.com is primarily attributable to the OpenX header bidding integration. The revenue lift brought about an average daily increase of nearly $10,000 per day.

OpenX Helps Publishers Clearing House

 

Condé Nast Acquires CitizenNet

Congratulations to CitizenNet and Dan Benyamin.

Condé Nast announced last week that it will acquire social data and marketing platform CitizenNet. Condé Nast intends to combine CitizenNet with its data product “Condé Nast Spire,”  to expand its audience targeting capabilities beyond Condé Nast’s owned and operated sites to its social platforms with over 174 million social followers..

With this acquisition, Condé Nast will be able to target the right audience at scale and across platforms for its advertising and marketing partners. On its own, Condé Nast’s online and offline first party data is combined with online behavioral data to personalize real time campaigns. When integrated with CitizenNet’s social-data sets and predictive behavioral targeting, Condé Nast will be able to offer its advertising and marketing partners a way to target the right audience at scale and across platforms.

A year ago, Condé Nast had acquired another ad tech firm, Poetica, which owns a real-time content editing system.

CitizenNet has never raised a VC round of financing.

Conde Nast Acquires CitizenNet

Snapchat Advertising (Partial) Coverage

With Snap Inc.’s (the parent company of Snapchat) recent IPO filing, there has been a flurry of articles and analyses from everywhere. So, we are trying to collate some of the more relevant trends and summaries.

Snap Inc IPO